Aug 24 - McClatchy-Tribune Regional News - Tim Grant Pittsburgh Post-Gazette



The high cost of installing solar panels can be one of the biggest roadblocks when it comes to homeowners deciding whether or not to embrace solar energy.

A San Francisco-based company called One Block Off the Grid is hoping to use a combination of government incentives and a group discount to persuade Pittsburgh-area residents to invest in the alterative energy source.

"Most homeowners are only slightly curious about solar," said Dave Llorens, CEO of One Block Off the Grid. "They are not at a place where they are ready to call a solar company for quotes and installation.

"We want to provide a place for them to get the very basics of what solar will mean in their home without getting a hard sell."

 Now through late November, the company is offering a 15 percent group discount to residents here.

It still won't be cheap. For an average-size system for a homeowner in Pittsburgh, the company estimates it would cost $16,800 to install solar panels on the roof -- after receiving a state rebate and federal tax credit.

But the argument is that the investment would amount to about $750 a year in power savings and an increased home value of about $11,250.

On the federal level, homeowners, business owners and even utility companies that invest in solar energy systems can take 30 percent off the cost of installation, equipment and labor as a tax credit. Pennsylvania offers a rebate through the Sunshine Solar Program, which refunds a maximum of $12,500 or 35 percent of installed costs. Homeowners and business owners are required to apply for the rebate before purchasing a solar system because the rebate does not apply to previous solar panel installation costs.

Founded in 2008, One Block is one of the nation's largest solar group discount companies. It selects a company to perform installations in a particular market and then acts as a clearinghouse for customers to get what it describes as free and impartial advice on the merits of switching to solar power.

In Pittsburgh, One Block is working with Astrum Solar, which would install the solar panels. Astrum Solar should be able to do the work for 15 percent less because its marketing costs are lower. One Block will receive a referral fee.

"We went through a pretty lengthy vetting process with One Block Off the Grid, which lasted about a month," said Michelle Waldgeir, vice president of marketing for Astrum Solar, based in Annapolis Junction, Md.

Ms. Waldgeir said the company had installed solar panels on about 100 homes in Pennsylvania in the past year.

Monique Harris, a spokesperson for the Solar Energy Industries Association, a trade group in Washington, D.C., said the type of group program being proposed by One Block was not uncommon, but it usually was offered by companies based within the state.

"Our advice to people looking to go solar is to get a qualified contractor licensed in their state and at least three bids, like you would for any major home improvement project," she said.

Mr. Llorens said his company had solar group programs in 17 markets across the country. By selling installation services to a group of customers, they all get the same deal, and it saves them money.

"If you don't even know what it costs to install solar, it's a bit harder to be an educated consumer than it would be for other home contracting jobs," Mr. Llorens said. "That's what we bring to the table.

"Rather than focusing on protecting yourself as a consumer, you can focus on the decision to go solar. We have a large customer base to prenegotiate a discount for the entire group."

Tim Grant: tgrant@post-gazette.com or 412-263-1591.

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